Major British betting brand William Hill has launched a new advertising campaign featuring unified world heavyweight champion Anthony Joshua (OBE).

The advertisement is being broadcast after the 9pm watershed across multiple TV channels including ITV, BT and Sky.

A first of its kind for William Hill, the new multimedia campaign is brand-led, weighted towards post-watershed TV sports, cinema and outdoor, as opposed to the emphasis on live football that bookmakers usually go for.

Though Joshua has been a William Hill brand ambassador since 2018, this is the first time he’s featured in an advertising campaign.

Notably, the company has also use the opportunity to promote safer gambling messages – the first time its integrated its marketing creative in such a way. Four safer gambling treatments will be used on social media and integrated into customer comms messages include: Know where you stand; Keep it fun; Control is everything and Take a Break.

30-second versions of the TV spot will run over the next week, with an initial six-week campaign planned to build up to Joshua’s world title defence on 1st June at Madison Square Garden, New York.

Discussing the new campaign Global Branding and Marketing Director at William Hill, Charlotte Emery, said:

“We’re really excited about AJ, our global brand ambassador, featuring in his first ad for us. The advert shows AJ landing a knockout blow before enjoying the moment as everything freezes while he dances around the stadium before returning to the ring to the adulation of his fans,

“The story emphasises how William Hill want all our customers to enjoy their betting with us and celebrate the moments while staying in control. We opted for black and white and a highly stylised creative to really separate this creative in tone and quality from the rest of the sector.

“Joshua is himself growing into a global brand so he is an ideal fit for William Hill as we become more global and this campaign will continue to build all the way up to his first fight in the US on 1st June at Madison Square Garden.”

While Joshua himself added:

“I was delighted when William Hill asked me to be in their new advert. They are one of the biggest brands in the UK and it’s great to be part of the campaign,”

Emphasising the brand-centred approach, the sign off strapline on the advert is ‘Heavyweights since 1934’ – emphasising the company’s scale and heritage rather that the traditional odds or offers seen in the vast majority of advertising from betting companies.